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| Tekijä: | Andronikis, A. I. Dimitriadis, N. I |
| Otsikko: | Segmentation of bank customers by utilising ethnic/cultural profile dimensions : A qualitative approach |
| Lehti: | Journal of Marketing Management
2003 : JUL, VOL 19:5-6, p. 629-655 |
| Asiasana: | SEGMENTATION ETHNIC GROUPS CULTURE MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Regarding the provisions of financial services in Greece this article investigates investor´s perceptions and attitudes with the objective to identify factors and criteria that influence choice decisions in this context. Through qualitative research format, total of 27 participants was employed utilising focus groups interviews. The research results showed that unawareness and insecureness in investing in foreign fund houses, need for protection from wrong decisions and willingness for long term investment was related to high ethnic dimension. Facts that foreign fund houses are challenging, financial institutions can offer security, need for simplified procedures, provision of accurate information and appreciation of the role of the advisor were linked to low ethnic dimension perceptions. One of the conclusions in this article is that ethnic/cultural self properties relieved perceptions and attitudes towards financial institutions. |
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